What makes a successful arts and cultural organization? Led by DeVos Institute Chairman Michael M. Kaiser and President Brett Egan, this course will introduce you to a management theory called the Cycle which supports thriving arts and cultural organizations. Learning from our work with managers from over 80 countries around the world, the DeVos Institute developed the Cycle as a simple, but powerful tool to assist managers in their effort to respond to an increasingly complex environment and propel their institutions to excellence.
The Cycle explains how great art and strong marketing can create a family of supporters, who in turn help the organization produce the revenue required to support even more great art the next year. The Institute has seen the Cycle work in performing and presenting organizations, as well as museums, arts schools, and other nonprofit endeavors like service organizations, historical societies, public libraries, university programs, advocacy organizations, botanical gardens, and zoos.
By taking this course, you will learn:
• the importance of bold, exciting, and mission-driven programming in an organization;
• how long-term artistic planning can help an organization produce this work;
• how an organization can aggressively market that programming and the institution behind it to develop a family of supporters - including ticket buyers, board members, donors, trustees and volunteers;
• how an organization can cultivate and steward this family to build a healthy base of earned and contributed income; and
• how an organization can reinvest that income into increasingly ambitious programming year after year.
All course material is available upon enrollment for self-paced learners. New scheduled sessions begin each month.
For more information about the DeVos Institute's work, visit www.DeVosInstitute.umd.edu.

審閱

JS

Practical course related to running an arts or cultural organization. The main speaker, Michael, is very experienced and provides excellent examples. The quizzes are reasonable.

YT

Sep 12, 2017

Filled StarFilled StarFilled StarFilled StarFilled Star

Really helpful and practical materials. An incredible course, that can save a lot of Arts Organizations! Easy, helpful, deep and useful learning and knowledge!

從本節課中

Introduction to the Cycle

Welcome! This first week you will be introduced to the course structure and learn the key principles of the Cycle, a management theory which supports thriving arts and cultural organizations and which serves as the framework for the course. The Cycle proposes that: When bold art is marketed aggressively, an organization attracts a family of energized ticket-buyers and patrons. The income produced by this family is reinvested in more art that, when marketed well, builds a larger, even more diverse family. When this cycle repeats year after year, the organization incrementally and sustainably builds capacity, presence, and health. Following the introductory lectures, you will learn more about the Cycle by reading the executive summary, reviewing answers to frequently asked questions, and completing an introductory quiz. As a reminder, if you are taking this course as a student or enthusiast not affiliated with a specific organization, we recommend you select an organization of your choosing to reference as you make your way through the course!

教學方

Michael M. Kaiser

Brett Egan

腳本

Because people wanted to joined what I called the family. And by family, I'm not talking about staff or artisan that is a family too. But I'm not talking about that family. I'm talking about the people around us who do stuff for us. I'm talking about audience, or our visitors, or our students depending on who we are or our members if we are membership organization. I'm talking about our volunteers. I'm talking about our donors and yes, I'm even talking about the board. Our board members have no obligation to be on our board. We don't pay them. If the art's amazing and the marketing is strong, people want to join the family. People wanted to join the Ailey Family because all this exciting stuff was happening. By the way, our fundraising also doubled because my board got really engaged and excited by all of this. When I started Ailey in 1991, I went to each of my 36 board members. Individually I went to everyone's home or office and I said, we're about to go bankrupt, who do you know can help us? I will do all the work, just give me some names, open a door let me talk something. And the astonishing thing was not one of my board members had ever met another human being, they new nobody. >> [LAUGH] >> Now, you are laughing because you recognize >> [LAUGH] >> The truth of that. I don't know anybody who could give us money or I've tried everyone and no one wants to. That's my favorite line. As if like one no is it for the history of the world. And all of a sudden, in these two years, when getting all this stuff done, all of a sudden, my board met lots of people they wanted to bring into the family. What they realized was instead of asking their friend for a favor to get involved, they were doing their friends a favor to get them involved. Because it was fun, it was exciting, it was engaging, does that make sense what I'm saying? And so all of a sudden I realized that one of my jobs as executive director of an arts organization is to get my board unembarrassed. They were embarrassed about our financial health and there lots of reasons why board members can be embarrassed. They can love your mission and still feel you know that there's always typos in the thank you letters or they forget to send thank you letters or the performance is always start late. Or no one is really ready on the theater or whatever reason and I realize that my job is to undo all of that and make my board so happy and so engaged. That they wanted to really bring their friends into the family. I promised you two other examples which I'll give you in a moment. But let me just finish the cycle for a second. When the family is really happy and growing and engaged and loves you. And when you know how to do fundraising decently well, you get money. And very importantly when that money goes back into great ART and we'll talk about that in a few moments. But back into great MKT which you market even more aggressively the family gets bigger and happier more engaged and you get more money. And you can do better art. It's what sports teams do so much and I always get booed when I talk about sports, although I love sports, but they do it really well. They create an exciting product, they market it really well, people want to join the fan base, they provide tons of money and they put it back into buying better players. And they do more marketing and the family gets larger and more engaged and they get more money. They do that well. We don't do this well. And we need to do it well. Does this makes sense? Does this cycle makes sense? Yeah. To me it's intuitive and whenever I teach you, you say, yeah, I know sort all of that. The problem is we don't necessarily act on it. We may know it, but we don't focus on it.